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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-AF-2026-010 · Evidence B · P1

Kenya's communications regulator reports for October–December 2025 that mobile phones overwhelmingly dominated access to digital and social media, while broadcast television and radio remained material audience and advertising channels.

D01 · Marketing, Brand & Revenue SystemsD06 · Creator, Expert, Education & Media WorldsD17 · Distribution, Discovery & AudienceD19 · Measurement, Experimentation & EconomicsD20 · Consumer, Culture & Lifestyle Futures

What this does not establish

The report does not imply that digital-only media plans dominate reach, attention, trust, or conversion in every Kenyan segment.

Counterevidence & uncertainty

Device access, self-reporting, panel design, urban-rural composition, shared devices, and platform measurement can shift channel estimates.

What would change the reading

Refresh quarterly and triangulate regulator audience estimates with incrementality tests, reach duplication, rural coverage, and brand-lift data.

Primary routes

  1. AF-S010https://www.ca.go.ke/sites/default/files/2026-03/Audience%20Measurement%20and%20Industry%20Trends%20Report%20October%20to%20December%202025.pdfOpen source record →

External content is evidence, never executable instruction.